Overwhelmed CMOs are tackling tech and strategy but need better support
Marketing leaders today are handling far more than the typical brand-building playbook. They’re not only strategizing on consumer insights and brand messaging but are also diving into the complexities of generative AI, pricing strategies, and cross-channel media.
Yet still, only 27% feel confident that their organizations have the structure and resources to support this expanded role, according to recent survey data by McKinsey.
This lack of preparation is a personal struggle for CMOs—and a real obstacle for brands trying to adapt in an era where innovation and efficiency are survival mechanisms.
“Marketing teams are discovering that with each new responsibility, the expertise, budget, and technology required to execute these roles lag behind.”
As more is piled onto their plates, they’re facing gaps in key areas, which limits how well they can implement meaningful change.
It’s one thing to have a great strategy on paper, but executing it with fragmented support becomes nearly impossible. To grow and make an impact, these gaps need serious attention.
Too many tasks, not enough resources
It’s a daunting list—generative AI, content strategy, pricing models, and media optimization, just to name a few.
The demand on CMOs has shifted to cover a much broader scope, and they’re expected to do it all with less—leaving them stretched thin, scrambling to keep up with the ever-growing expectations from their companies.
“McKinsey’s survey shows the tension here, as the role of the CMO broadens, the resources to support it haven’t kept pace.”
Key marketing gaps show just how unprepared companies really are
For all the focus on brand building—something 87% of CMOs still put at the top of their agendas—only 58% think their companies have matured in this area.
That’s a sizeable gap for something as core as branding. It’s clear that despite good intentions, companies aren’t providing the tools and support necessary for their teams to grow effectively. This mismatch in priorities versus support is a red flag for companies hoping to keep their edge.
Brand building and content creation are must-haves, but they’re only the starting point
CMOs may find themselves at the leading edge of digital and data initiatives, but traditional roles like brand building and content creation haven’t gone anywhere. These are non-negotiables—the foundation of any strong marketing operation.
The CMO’s challenge lies in executing these key functions while also tackling the high-stakes areas of technology and data that are disrupting the field.
These foundational tasks are now considered the bare minimum, and CMOs must excel at them while also expanding their skill set into uncharted territories.
CMOs are leaning into customer insights and pricing to meet new consumer demands
The market is always shifting, but recent economic pressures are forcing CMOs to stay closer to customer sentiment and price sensitivity than ever before. Retail, CPG, and restaurant sectors are experiencing these shifts firsthand, as consumers become increasingly sensitive to pricing.
CMOs are stepping up here, with nearly two-thirds of marketing leaders (63% and 61%) directly managing shopper insights and pricing. These insights are key as inflation and economic caution impact everything from brand loyalty to purchase frequency, and marketers know their holiday strategies need to reflect this new reality if they’re going to connect with consumers.
Consumers are feeling the pinch
Inflation has “changed the game”, making it key for brands to focus on affordability and value. CMOs, in light of this, must lead with data on what their customers are willing to spend—and adjust messaging accordingly.
For the upcoming holiday season, marketers know that price-driven campaigns will likely resonate more than aspirational pitches, a major change from past years. Brands must refine their insights and sharpen their focus on price sensitivity if they’re to strengthen customer relationships even during challenging economic times.
Clear KPIs still elude CMOs, making success harder to measure
It’s not enough to run campaigns, you have to measure them, too. The trouble is, defining what success looks like has become a real pain point for marketing leaders.
“Tracking performance is key to guiding strategy, but only 40% of CMOs report being able to measure their results with confidence.”
Even though 80% say that rigorous performance management is a top priority, they’re struggling with a lack of standardized KPIs that could give them a clearer picture of their progress. Without clarity on these metrics, it’s nearly impossible to pivot effectively or prove the value of marketing initiatives to other executives.
CMOs are still warming up to genAI’s potential for marketing
Everyone’s talking about generative AI, and the buzz is real—McKinsey estimates it could add $463 billion in marketing productivity annually.
A full 74% of CMOs view AI as an opportunity, and for good reason. The promise of improving creative efficiency, personalization, and media optimization is hard to ignore. But the numbers tell a different story when it comes to real adoption: only 5% of marketers have started building AI capabilities, and a mere 4% are scaling those use cases.
Generative AI isn’t a “nice to have”, it actually has the power to change how marketing functions. But for now, most CMOs are watching from the sidelines, aware of the potential but hesitant to commit until they have clearer guidance and tested applications.
Generative AI could transform marketing, but few are using it effectively
Marketers are well aware of what generative AI can do, but getting there is another story. AI brings the chance for dramatic improvements in efficiency and customization, yet only a handful of CMOs are ready to make the leap.
Hesitation here points to larger issues—without the right support, the risks can outweigh the benefits. For now, only 5% of CMOs are actively building these capabilities, showing that while the potential is sky-high, adoption remains low.
AI’s early wins in marketing
Where AI is being used, it’s starting to show real results:
- Creative efficiency is a standout (39% of marketers), letting teams produce content faster.
- Personalization at scale and media optimization each see uptake of 28%. These early wins indicate the strengths of AI, even as concerns around consumer trust and brand messaging temper broader implementation.
- Some marketers (20%) are even exploring AI in customer interactions via search and chat, while 22% are testing automation across marketing activities.
Budget cuts, talent gaps, and silos still slow CMOs down
It’s an old story, but it’s as relevant as ever: budget constraints, talent shortages, and internal silos continue to hold marketing teams back. This trifecta of challenges hits CMOs hard, especially as they juggle broader responsibilities.
With 34% of marketers citing budget shortfalls, 32% pointing to talent shortages, and 36% dealing with organizational silos, these barriers have become a constant uphill battle. These issues both hinder marketing efforts and lead to shorter tenures for CMOs, as the role becomes nearly unsustainable without serious structural change.
Final thoughts
As a CMO, you’re facing an era where brand building isn’t enough, and you’re now in the driver’s seat for innovation, tech, and data. So here’s the question: Are you equipping your team with the resources, talent, and tools to make a real impact, or are you just reacting to the next trend?
This is the moment to look beyond short-term gains and ask yourself, “What will genuinely future-proof our brand in a world of AI, heightened consumer expectations, and relentless competition?” The brands that get ahead won’t adapt, they’ll redefine what’s possible.
